When people think of landing pages, they typically think of long-form sales copy and a suspicious sign-up form. However, if you need landing pages but don’t want to saddle visitors with 900 words of design-challenged sales copy, there’s a more profitable option: video.
In December 2021, Wyzowl surveyed just under 600 people, including marketing professionals and consumers. The company found that 88% of people bought a product after watching a video related to it. The same survey asked people how they would like to learn about a product: 73% said they preferred to do it through short videos, while only 11% said they favored text-based pages.
Any company can quickly create profitable video landing pages using the right tools, videos, and video player styles. Excluding videos from your sales page will leak top- and mid-funnel traffic to competitor sites using the format consumers want to watch the most: video.
How visible your video is on the page affects whether someone will click on it and get persuaded to buy your product. After all, potential customers won’t understand the benefits of your product if they can’t find the video explaining them.
It’s most effective to use one of three tried-and-true video player styles. Each has its benefits. Choose the one most appropriate for the type of customer you are trying to reach.
A shy video player is small in relation to the rest of the elements on your landing page. The landing page revolves around traditional landing page content like copy, and the online video supports the sales page’s argument. Since the video doesn’t dominate the page, you can display other data points about the product’s efficacy or offer social proof like testimonials.
Slack uses a video to explain what a Slack channel is. The video is below the fold, appearing after Slack has shared the benefits of using channels. Anyone who scrolls to the video’s position wants to learn about channels. As a result, video viewers will carefully listen to the product’s value propositions and consider trying it.
The forward video player appears as soon as visitors enter your website, above the fold. It is prominent and stands out from other page elements. Copy, tables, and images are below the fold, tackling common objections and providing further context.
This video player style gives readers flexibility. They can see the benefits of your product on the page and use the video for more context. Since the video player is above the fold, readers know where it is as soon as they load the page and can play it whenever they want.
360Learning embedded a video on its homepage that presents a common situation in which its learning management system is helpful. The video is next to a subhead that says, “Discover the LMS for collaborative learning.” This message encourages visitors to click on the video without forcing them to watch it as a full-screen video would.
The bold video player persuades visitors to buy your product without help from comparison tables, testimonials, or other landing page elements. The video player takes up the entire screen, and the rest of the landing page disappears when people click the video.
This video player style works best for companies confident in writing a script, designing a storyboard, and producing a video so engaging it can single-handedly turn viewers into customers. Without many elements to look at, visitors can watch the video and go straight into buying your product.
Dolby embedded a full-screen video on a landing page promoting its Dolby Atmos: a technology that makes songs sound clearer and more immersive. The video auto-plays when visitors reach the landing page to grab their attention and persuade them to watch testimonials from Dolby Atmos users.
Landing page creation tools provide tips and templates to help you drive visitors to buy from you. They build their templates based on existing profitable pages, and you can copy them in just a few clicks. Using tested designs will raise the odds of running a successful sales page.
Unbounce offers dozens of customizable video landing page templates. Its team runs conversion tests on templates before launching them. As a result, you will almost certainly increase your conversion rate.
You can sign up for a free 14-day trial to try templates before committing to a premium plan, starting at $81 per month. Also, you can choose between over 200 templates created by others in the ThemeForest marketplace.
Leadpages is a simple-to-use landing page creation platform for those willing to test many templates or their own landing page structures. Its conversion guidance feature predicts how likely your page is to convert potential customers and suggests tweaks to improve its performance. You can confidently edit any template without fear of affecting your chances of being profitable.
You can sign up for an account to browse all the templates it offers. These templates include video landing pages for sales, webinar registrations, email opt-ins, live events, and video course series.
HubSpot has a marketplace with video landing page templates customers can use on their projects. Each design comes with conversion rate data based on past performance. So, even if you don’t use the templates, you can copy portions of their style to boost your page’s conversion rate.
Landing page templates are part of HubSpot’s CMS Hub and Marketing Hub products, starting at $23 and $45 a month. You can request a demo to see its features.
The traits of a successful landing page video aren’t intuitive. A video that converts users on social media might not convince landing page visitors to buy your product. You need to design your landing page video for the right audience. There are three traits your embedded video should have to raise the odds of running a good sales page.
First, they should be shorter than two minutes because a visitor’s attention span is short. You should be able to make a case for why your product is worth buying without losing the reader’s attention. According to Google, the ideal length for a video ad is 30 seconds.
Your video should also present the most relevant information at the beginning: features, benefits, and results. This helps the reader understand the value of your product right away, which will make them interested enough to keep watching.
Finally, make sure your call to action is visible throughout the video or immediately after it ends. While videos that take over the screen help viewers stay focused on your video, you can lose customers if visitors can’t find your CTA.
Those who use CTAs that appear and disappear on the screen within a few seconds should present them in the middle of the video. According to Wistia, this position leads to the highest conversion rates.
There are several ways to incorporate video into your landing pages to supplement or replace long sales copy. You can use it to present your value propositions, present case studies, or show typical use cases of your product.
Vyond helps you create an engaging video for your landing page without previous animation experience. Our set of animation tools lets you include the characters, charts, and props necessary to prove why your product is the leading solution in the market.